April 12, 2019
Developing a Content Strategy for Effective Marketing
Having an effective and viable content strategy is an important key to the success of any marketing campaign. Content is easy to brush off, and it’s also easy to rush to complete and publish. After all, more is more, right? Wrong. Remember, consumer behavior trends today identify a strong sense of fatigue. This comes from the constant stream of content seeking their attention, the conflicting reports found from various media sources on news issues, and the constant battle for subscription dollars. This creates a less-than-welcoming environment for a marketer who needs to reach more consumers with a content plan.
Less is More
When it comes to content, always choose quality over quantity. Content is something that can be easy enough to produce, but a shrewd marketer should ask themselves what value each piece of content adds to the customer’s experience. Does a business need to publish a blog every day? Do the blogs that are published contain so many keywords that the language becomes inauthentic and difficult to read? Are there 18 other blogs about the exact same topic on competitor websites? Ask these questions each time in an effort to weed out the content that is just going to serve as filler.
Good content should tell a story and it should capture the consumer’s interest from the start. Find ways to tell the story more effectively, rather than simply stuffing a blog full of keywords. For content such as video, do research on the target demographic. What length of video do they typically enjoy watching? What subject matter is important to them? And remember: taking the time to produce quality content is key. Selecting the lowest bidding contractor to create visuals may not always get the best results. Consumers are smart! Don’t insult them by pushing out lesser quality content just to trick them into consuming it.
Plan Content Around What Consumers Want to See
Is the Super Bowl coming up? Maybe the Final Four for March Madness is approaching. Perhaps there is a big bridal convention coming to town. Keep a finger on the pulse of the community, as there are often key trends or events that provide ample opportunity to contribute content to the space. Quality content is also relevant. Of course, a digital marketer should be sure not to simply jump into a space for the sake of trendiness — any content should still be “on brand” for that business. However, creating content around a popular event that attracts members of a brand’s target demographic can be a useful and timely tool.
Mapping out a brand’s content marketing strategy can be challenging. As a plan begins to take shape, don’t be afraid to make adjustments and move things around. Staying timely and relevant is important for the success of a content marketing campaign. What may seem to be a good fit now, in the planning stage, may not actually work two months down the road. And that’s okay! Be willing to adjust, don’t just get stuck in a strict schedule.
That’s the beauty of marketing: the messaging may change, but the language remains the same.